Commercial printing continues to play an essential role in the marketing strategies of UK businesses, and the landscape is rapidly evolving. Senior marketing professionals need to stay abreast of the latest trends in technology, sustainability, and ROI measurement to maximize the effectiveness of their print campaigns. Here’s a look at the key trends shaping commercial printing solutions in 2024/25…
1. Digital Printing and Personalisation
The advancement of digital printing technology has revolutionized the commercial printing space, allowing businesses to produce highly customized print materials. Variable data printing (VDP) enables marketers to personalize brochures, direct mail, and packaging, adjusting text, images, and even layouts for individual customers. This hyper-personalization increases engagement and improves response rates. Digital printing is also more cost-effective for short print runs, making it an attractive option for businesses that need flexibility and faster turnaround times. The ability to create unique print pieces for targeted campaigns makes digital printing a must-have for modern marketing strategies.
2. Sustainability and Eco-Friendly Printing
Sustainability is now a top priority for both businesses and consumers. As a result, many commercial printing companies are focusing on reducing their environmental impact. Senior marketing professionals are increasingly choosing eco-friendly print options, such as recycled paper, FSC-certified materials, and biodegradable or vegetable-based inks. Waterless printing technology, which reduces chemical usage and waste, is also growing in popularity. Sustainable print solutions not only help businesses align with their environmental goals but also appeal to customers who value green practices. Marketing teams that adopt these eco-friendly methods can enhance their brand’s reputation while contributing to a more sustainable future.
3. Innovative Print Finishes and Formats
To stand out in a crowded marketplace, businesses are leveraging premium print finishes and unique formats. Techniques like embossing, spot UV coating, foil stamping, and die-cutting are being used to create tactile, visually appealing materials that captivate recipients. These high-impact finishes add a sense of luxury and professionalism to printed pieces, which can help brands make a lasting impression. Marketers are also experimenting with creative formats, such as custom packaging, folding designs, and interactive elements like pull-out tabs, to engage customers more effectively.
4. Technology Integration: AR and QR Codes
Integrating digital technology with print is another key trend. Augmented Reality (AR) and QR codes are being used to link print materials to online content, creating a seamless experience between physical and digital channels. Customers can scan a QR code on a printed piece to access videos, product demos, or special promotions. This interactivity not only enhances the customer experience but also provides measurable insights into how print materials are driving online engagement, making ROI tracking more accurate and actionable.
5. Data-Driven Print Campaigns and ROI Measurement
Measuring the ROI of print campaigns has traditionally been a challenge, but new tools and technologies are making it easier. Marketers are now using unique tracking codes, personalized URLs (PURLs), and NFC (Near Field Communication) technology to monitor the performance of printed materials. This allows for precise measurement of how recipients engage with printed pieces, enabling businesses to fine-tune their campaigns and improve results. Data-driven print campaigns ensure that print continues to be a valuable and accountable part of an omnichannel marketing strategy.
Conclusion
Commercial printing in 2024 is evolving to meet the demands of a more personalized, sustainable, and tech-integrated marketing landscape. By embracing digital printing, eco-friendly solutions, innovative finishes, and advanced ROI measurement techniques, senior marketing professionals can harness the power of print to create high-impact campaigns that resonate with their audience and deliver measurable results.
Are yous searching for Commercial Printing solutions for your organisation? The Digital Marketing Solutions Summit can help!
Photo by Pierre Bamin on Unsplash
